Sorrento Lactalis Looks at 5 Finalists

NEW YORK Sorrento Lactalis this week meets with five finalists in a review of its creative chores, the client said.

In the hunt are MRA in Syracuse, N.Y.; the Neiman Group in Harrisburg, Pa.; Partners and Napier in Rochester, N.Y.; Ten United in Pittsburgh; and Roberts & Tarlow in New York.

Incumbent shop Eric Mower & Associates in Rochester is not participating.

In play are traditional advertising duties, as well as public relations, sales promotions and online assignments.

Consultancy Ivy Hoffman & Associates in Rochester is guiding the process.

The client spent about $1 million in each of the past two years in domestic measured media, per Nielsen Monitor-Plus. The company’s overall annual marketing budget is approximately $25 million.

A decision is expected in mid-February.

Headquartered in Buffalo, N.Y., Sorrento Lactalis is owned by Lactalis USA, a manufacturer of specialty “Italian-style” cheeses distributed to retail, food service and industrial customers nationwide. These products are marketed under the brands Sorrento Cheese and Precious Cheese.

—Adweek staff report